PL EN


2005 | 202 | 9 | 63-79
Article title

Integracja zakupów w kształtowaniu łańcucha wartości

Authors
Content
Title variants
EN
Integrated Purchases in the Value Chain
Languages of publication
PL
Abstracts
EN
Integrated purchases as a sign of cooperation among enterprises forming retail chains are a potential source of creating value (advantages) for the consumer. This process is carried out by the integrator as part of privileges resulting from contractual agreements with groups of enterprises. It may contribute to developing some important elements of the value chain such as a competitive range of products, competitive prices and quality, easy access to goods combined with various concessions in the process of consumer service, positive perception of a network integrated through its image and confidence in private labels, the attachment and loyalty of consumers and suppliers toward the chain etc. The article explains the essence of integrated purchases and their connection with the marketing activities of integrated retail chains oriented toward creating the value chain. For this purpose, the author uses the assumptions and concept of relationship (partnership) marketing. As a result of empirical research, the main marketing strategies linked with value creation are described. The author specifies the scope and possibilities of implementing these strategies and the conditions and chances for introducing the rules and instruments of partnership marketing to integrated groups of retail enterprises.
Keywords
Year
Volume
202
Issue
9
Pages
63-79
Physical description
Dates
published
2005-09-30
Contributors
References
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.doi-10_33119_GN_101528
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